POV: What Bing Enhanced Campaigns Changes Mean for Sophisticated Marketers

On Wednesday, Bing announced some changes to its Enhanced Campaigns that substantially affect marketers.

While the change will clearly continue the adoption trend of mobile search advertising, started by Google Enhanced Campaigns (GEC) in 2013, it is unfortunately at the expense of advanced marketers.

Based on our recent experience with Google, we expect this to lead to increased CPCs.  Beyond that, what does this mean for sophisticated marketers?

  • Marketers with the bandwidth and knowledge to manage their accounts at a granular level will see a reduction in their level of control, as well as a decrease in efficiency.
  • Marketers will be required to utilize mobile and tablet bid multipliers at the campaign level, reducing their control of traffic by device type.
  • Marketers will not have the ability to advertise to just mobile or tablet traffic. They’ll be required to advertise on desktops even for mobile app downloads, for example, with a bid at least 1/3 of their mobile bid.
  • Marketers will continue to have the ability to target, bid and design for tablets as Bing enhanced campaigns has the ability to separately target Tablet traffic (although still only through multiplier bids).
  • Significant reworking of accounts will be required, particularly for more sophisticated marketers with larger, more granular structures. The good news is that a lot of groundwork has already been completed due to GEC in 2013.

Read the full report here.

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